Cisco Systems and Intel -- major electronics companies -- are separately working to bring new technologies into the living room and integrate device screens to support entertainment and advertising.

Both are making predictions on how consumers will use multiple-screen technology in the future.

Aside from ads becoming more personal, Cisco Systems execs believe TV will remain an important advertising medium, but channels will vanish, sit in the background -- forcing advertisers to focus on new formats, such as on-demand delivery in real-time or the ability to preposition content on a consumer's DVR.

Internet-connected TVs will also play a role. Some believe TVs will have the ability to suggest programming by sensing the person walking into a room, based on a technology similar to Microsoft's Xbox Kinect controller.

Cisco Systems' Internet Business Solutions Group's Scott Puopolo, vice president and global head of the service provider practice, and Leszek Izdebski, director of the media and entertainment group and service provider practice, outlined a research paper on the Future of Advertising in year 2020 and beyond. Some of the things may seem far-fetched, but movement already has begun to take place.

Branded entertainment will continue to grow, fueling the need for higher-quality stories. The focus will be  getting consumers closer to the product. This means bringing tactile feedback technology into the living room, smell and taste in TV advertising through new remote control apps or hardware, according to Puopolo.

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